【作者】 刘媛；

【导师】 苏静；

【作者基本信息】 北京邮电大学 ， 工商管理， 2022， 硕士

【摘要】 数字经济的发展促使各类数据服务如雨后春笋般层出不穷,也映证了数据资源蕴含着难以估量的价值。现今,我国数据服务成爆炸式增长,整个数据服务行业规模庞大,但数据服务的价格体系混乱、定价不规范,阻碍了我国数据服务业的健康发展。目前,国内外学者对数据服务的内涵还缺乏明确的界定,其价格影响因素和定价策略的理论研究不够完善,影响数据服务价格的指标体系不够完整,其层次关系还有待进一步揭示,数据服务定价策略也不够成熟。因此,如何完善数据服务市场中的定价问题,提升数据服务价值与活力,使数据服务合理定价成为了重要的研究课题。针对上述研究课题,本研究提出了基于基础成本和溢价的数据服务定价方案,为数据服务定价提供了新思路。本研究的主要工作在于:(1)从数据数量、数据质量、数据应用、数据服务内容、数据服务特质、企业营运、市场因素这7个维度分析,提出二十七项数据服务价格影响因素,并以此构建了影响数据服务价格指标体系。(2)提出了数据服务的相关界定,结合数据服务的特点和形态,将数据服务价格构成分为基础成本价和溢价两部分,以成本法和理解价值法为基础,搭建了基于基础成本和溢价的数据服务定价机制。(3)提出了数据服务价格的测算方法。基础成本部分的测算包括获取数据的成本、人工成本、销售费用、软/硬件设施的摊余成本、间接成本等所有与数据服务营运过程中发生的成本。溢价部分由基础成本和溢价系数决定。(4)提出了确定数据服务溢价系数的方法。以数据服务价格指标体系为基础,利用OWA算子和模糊综合评判法分析数据服务的溢价程度及对应的溢价系数范围,并对数据服务的定价策略及如何确定溢价系数展开了深入研究。更多还原

【Abstract】 The development of digital economy makes all kinds of data services spring up one after another,which also proves that data resources contain inestimable value.Nowadays,China’s data service has exploded and the whole data service industry has a huge scale.However,the price system of data service is chaotic and the pricing is not standardized,which hinders the healthy development of China’s data service industry.At present,scholars at home and abroad still lack a clear definition of the connotation of data service,the theoretical research on the price influencing factors and pricing strategy is not perfect,the index system affecting the price of data service is not complete,its hierarchical relationship is yet to be further revealed,and the pricing strategy of data service is not mature.Therefore,how to perfect the pricing problem in the data service market,enhance the value and vitality of data service,and make the reasonable pricing of data service become an important research topic.Aiming at the above research topics,this paper proposes a data service pricing scheme based on basic cost and premium,which provides a new idea for data service pricing.The main work of this study is as follows:(1)From the data quantity,data quality,data application,data service content,data service characteristics,enterprise operation and market factors,27 factors affecting the price of data service are put forward,and then the index system affecting the price of data service is constructed.(2)Put forward the relevant definition of data service,combined with the characteristics and forms of data service,the price composition of data service is divided into two parts:basic cost price and premium.Based on the cost method and the understanding value method,the pricing mechanism of data service based on basic cost and premium is established.(3)The calculation method of data service price is proposed.The calculation of the basic cost includes the cost of acquiring data,labor cost,sales expense,amortized cost of software/hardware facilities,indirect cost and other costs incurred in the operation of data services.The premium is partly determined by the base cost and premium factor.(4)The method to determine the data service premium coefficient is proposed.Based on the price index system of data service,OWA operator and fuzzy comprehensive evaluation method are used to analyze the degree of premium of data service and the corresponding range of premium coefficient,and the pricing strategy of data service and how to determine the premium coefficient are studied deeply.更多还原